Sr. Channel Activation Manager-On Trade

Job Title: Senior Channel Activation Manager - On-Trade

Location: Seoul
Reports to : R&CG manager

Contract Term: Permanent

About us

With over 200 brands sold in nearly 180 countries, we're the world's leading premium drinks company. Bring your passion and use your curiosity as you explore, collaborate, and innovate to build brands consumers love. Together with passionate people from all over the world, you'll test new ideas, learn and grow, and unlock a brighter, more exciting future.

Join us to create a career worth celebrating.

Function

The Revenue & Category Growth (R&CG) function is pivotal in translating Diageo's brand plans into crystalizing Category & Trade strategies that prioritise and shape industry leading go to market plans. We are responsible for setting Commercial strategy, managing performance and driving future category growth. We deliver actionable insights that translate into triple win (consumer, customer, Diageo) opportunities, transforming these into world-class activation programs and tools for our sales team and customers.

About the Role

The Senior Channel Activation Manager - On-Trade leads the strategic and operational agenda for activation across South Korea's On-Trade channel. This includes driving the annual commercial plan, optimizing investment decisions, and delivering activation excellence through segmentation, planning, and cross-functional execution. The role requires advanced strategic thinking, executional leadership, and deep understanding of Korea's on trade and partial digital environments.

Responsibilities

1. Lead Strategic Planning for Channel Growth

• Own the annual commercial planning for Korea's On-Trade channel (Restaurant, bars, pubs, clubs, other nightlife venues), reflecting macro consumer trends, customer segmentation, and competitive dynamics.
• Translate Category Growth Strategy into actionable channel priorities and define outlet segmentation and activation blueprints.
• Design and execute strategic brand growth plans (GTM) by targeted occasion and places.
• Deeply engage in management reporting and analysis upon needs

• Develop and manage investment plans (A&P, trade investment, promo funds) to ensure efficient allocation and sustainable ROI.
• Lead Quarterly Promo Planning, activation calendars, and oversee executional KPIs.

• Tailor brand and portfolio activations to sub-channel dynamics and customer needs.
• Collaborate with Junior activation manager and shopper Marketing on toolkit, POSM, and asset development.
• Governs overall campaign execution quality.

• Track performance KPIs: menu penetration(distribution), outlet segmentation, visibility scores, share growth, promo ROI.
• Conduct competitive benchmarking and market analysis.
• Lead Monitoring & Evaluation (M&E) to enhance growth driver effectiveness.

• Deliver Sales Cycle Briefings and persuasive selling decks to sales teams.
• Manage demand forecast for 18 months within SOP cycle
• Coach Shopper Marketing Executives to drive consistent execution.

• 8+ years in customer-facing roles (Sales, On-Trade Account Management, Trade/Brand Marketing).
• Strong expertise in Korean On-Trade channel structure, pricing, and consumer dynamics.
• Proven track record in managing cross-functional projects and ROI-driven activation plans.
• Fluent in Korean; English business fluency preferred.

• Strategic planning and commercial acumen
• Executional excellence and M&E leadership
• Channel and customer expertise in premium On-Trade
• Cross-functional influence and team leadership
• Management reporting and presentation skill

• Financial: NSV, GP, TI%, A&P effectiveness
• Execution: Outlet compliance rate, campaign rollout timeliness
• Brand: strategic brand penetration at targeted outlets, share growth in target segments
• ROI on promotional and investment activities